CHICAGO, September 12, 2025 - There’s no GPS for getting a restaurant chain from a strong regional presence to national prominence, especially during a time of economic turmoil. That’s where the internal compass of the CEO comes into play.
Three of the noted navigators will air their strategies for progressing despite the headwinds during an all-CEO panel at the Presidents Conference in November. But don’t expect one plan voiced three times.
All three may lead Top 100 chains, but their charges—Whataburger, Culver’s, and El Pollo Loco — are at far different points in their development. The CEOs also took different paths to the corner office, giving them distinct perspectives on the best way to lead during daunting times like the present.
As CEO of Whataburger, Debbie Stroud is leading a 75-year-old brand that’s as much a signature of Texas as cowboy boots and Stetsons. More than 760 of the quick-service burger chain’s 1070+ branches are located within the Lone Star State, but the brand has been growing rapidly elsewhere, with a presence now in 16 states.
For most of its 75 years, Whataburger was family owned. Stroud came aboard in 2023 and moved up to CEO on Jan. 1, 2025, with the mission of continuing the growth and elevating Whataburger to top-tier status.
She came to the chain after a three-decade career spent in finance, retailing, and operations for two of the biggest brands in the industry, Starbucks and McDonald’s, her employer for 27 years.
Julie Fussner is also leading a multi-regional chain that was wholly family owned for much of its lifespan (the Culvers sold a significant minority stake in 2017 to Roark Capital, the owner of several dozen franchised restaurant chains.) The quick-service burgers and frozen custard chain is rapidly expanding outside its Midwest base, with more than 1,000 stores in 26 states.
Liz Williams became CEO of El Pollo Loco, a quick-service grilled-chicken concept, in March 2024. The brand has a strong following in its native southern California market but has struggled for acceptance in other areas, including the East Coast.
The challenge of expanding beyond a brand’s stronghold is hardly new for Williams. Her extensive resume includes serving as president of Taco Bell International, overseeing operations in 30 nations. The Mexican chain was the last of Yum Brands’ core quick-service holdings to expand abroad.
Williams also brings experience in retailing, having served as CEO of the Foxtrot convenience store/food market hybrid.
The three will share their management strategies and tactics during a session on Day One of the Presidents Conference, a top-to-top meeting hosted by IFMA The Food Away from Home Association. The session is sponsored by The Coca-Cola Co.
The theme of this year’s conference is Clarity Among the Chaos. Other speakers include the noted economist Dr. Pippa Malmgren and Jack Li, Data Guy for the foodservice firm Datassential.
The Presidents Conference is scheduled for Nov. 2-4 at the Fairmont Scottsdale Princess in Scottsdale, Ariz.
As Managing Editor for IFMA The Food Away from Home Association, Romeo is responsible for generating the group's news and feature content. He brings more than 40 years of experience in covering restaurants to the position.
Cover image courtesy: Closed Loop Project